M AXIMISE Y OUR E XHIBITION Before The Day Pre-promotion Stand Etiquette The Big Day Itself The Follow Up Post Event Analysis
1 B EFORE T HE D AY.... Decide what message you want to give to attendees to your stand Concentrate on one or two aspects of your business offering Draw up a profile of the types of business you are looking for Ensure that the three points above are in agreement
2 B EFORE T HE D AY Ensure that all stand staff are fully informed of set up procedure, venue and stand location Is your branding coherent? Do all banners, literature and business cards carry the same message? Ensure that you have an enquiry sheet for particular requests
1 P RE - PROMOTION Invite selected existing clients as well as those you would like to be to visit you at the exhibition Add detail of where and when you are exhibiting to all your out going e-mail Publicise that your business can be seen at the exhibition on your company web site and any other media that you use
1 S TAND E TIQUETTE How to get attendees to avoid your stand (How to fail without even trying) Sit down behind a table Overcrowd the stand Eat, drink, chew gum, play with a mobile phone and talk to your colleagues Look bored! Ignore them!
1 T HE B IG D AY I TSELF ! Arrive early to set up Take time to meet and greet fellow exhibitors Smile- be approachable and professional Show genuine interest in your attendees- ask relevant questions Always take a business card from those you speak with- if not, you will have your enquiry sheet!
1 T HE F OLLOW U P This is as important if not more important than any other aspect of your exhibition Do not leave this process too long- send a thank you to all who visited your stand as soon as possible afterwards Prioritise your responses- contact “hot” leads first- no more than 2 working days. Be aware that other exhibitors will be in the same boat; by all means e-mail them but leave conversations with these a little longer
1 P OST EVENT A NALYSIS ... Return on investment Actual sales generated? Staffing- experience/training? Business information gathered?
2 P OST EVENT A NALYSIS New contacts/collaborators? New suppliers? Brand/company awareness?
1 IF IN DOUBT ! Get expert advice. Successful exhibiting, as with so many business areas, is a skill which can either be outsourced or enhanced with expert guidance. Good hunting!
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